Podcast Summary

Podcast: Becker Business
Host: Scott Becker
Episode: CEO in the Spotlight: Karolyn Raphael of Winger Marketing
Date: March 3, 2026

Overview

This episode spotlights Karolyn Raphael, CEO and owner of Winger Marketing, a strategic B2B marketing and public relations firm celebrating its 40th anniversary. Raphael shares her personal journey from employee to owner, key leadership and business lessons, how Winger Marketing drives growth for clients, and how the PR and marketing landscape is shifting—especially with the rise of AI and multi-channel brand amplification.

Karolyn Raphael’s Journey & Winger Marketing’s Origins

• History of Winger Marketing:

  • Founded by Sherry Winger, originally handling hotel marketing for Playboy Enterprises.
  • Karolyn joined in 1997, starting with entry-level responsibilities (data entry, media lists) and eventually becoming VP.

• The Pivotal Transition to Owner:

  • In 2006, after ten years, and during maternity leave, was offered the choice to buy the business or see it closed.
  • Decision motivated by the opportunity to create a supportive, flexible workplace and do meaningful work.
    • Quote:

      "I like to think of myself as an accidental entrepreneur. I really never envisioned running an agency... it was quite a moment to think, okay, I can create a life and a universe where I get to employ people, I get to do good work for organizations that are also doing good work in the world." (02:33)

• Longevity & Adaptability:

  • Survived economic downturns by pivoting and responding to market needs.
  • Emphasis on continual reinvention and market listening.

Key Business & Leadership Lessons

[05:26–08:49]

Top Advice for Entrepreneurs:

• Self-Care:
  Prioritize mental and physical well-being to avoid burnout and perform as a leader.

  • "My number one piece of advice is to take care of yourself..." (06:03)

• Developing & Retaining Talent:

  • Create workplaces where employees stay; invest in professional development and continuous learning.
  • Foster a culture that allows leaders to step back and delegate, enabling scalability.

• Community Engagement:

  • Stay connected via industry associations and broader professional networks.

Scott Becker’s Summary:

• Leadership hinges on managing oneself and developing strong teams:

  "You can't do great things as an organization unless you have the right people and keep the right people." (08:07)

The Role of AI and Marketing Evolution

[08:49–12:21]

• Embracing AI:

  • Advocates for leveraging AI as an essential tool, not a shortcut or replacement for human creativity.
  • Draws parallels to early skepticism of the Internet.
  • Quote:

    "There were some agencies...saying, well...we write everything ourselves, we don't use AI...it's a little bit like saying, you're not going to use the Internet." (08:53)

• Multi-Channel 'Max Out' Approach:

  • Case study with HSG Advisors during COVID-19:
    • Created multi-channel campaigns (content distribution with Becker, email, social, direct sharing).
    • Result: Record-breaking engagement and website traffic, attributed to understanding market needs and comprehensive amplification.

Content Amplification & Brand Building

[12:21–15:09]

• Follow-up & Amplification:

  • Emphasizes post-creation distribution.

    "Even more important than...giving the speech or writing the article is what do you do with it once it's out?" (13:06)

  • Consistent, multi-channel sharing required for lasting brand perception and industry positioning.
  • Stresses that building credibility takes years—but can be lost quickly with a single misstep.

• Consistency Over Time:

  • Repeated exposure builds respect and recognition; consistency is key to brand-building.

    "...by the fifth or seventh time [people] start to look at you and say, oh, that’s a serious professional, that’s a serious company..." (15:09)

Strategic Marketing as a Growth Engine

[16:13–18:22]

• Moving Beyond Cost Center Mentality:
  • Best leadership teams view marketing as an investment and growth lever, not just an expense.
• C-Suite Alignment:
  • PR/marketing efforts must be matched to business goals for real impact.
  • Long-term client retention relies on this strategic, trust-building approach.
• Power of Trust & Reputation:
  • Authentic messaging and repeated, high-quality exposure build loyalty and credibility.

Effective Channels for B2B Marketing

[18:56–21:46]

• LinkedIn:
  • Authoring and optimizing thought leadership articles for visibility and SEO.
• Email:
  • Still critical for B2B transactions and lead nurturing, despite "junk" stigma.
• Earned Media:
  • Although media placement is harder, regular columns and interviews in trade publications remain valuable.
• Consumer Brand Note:
  • For B2C, platforms like TikTok are pivotal, but the lesson is to build trust and credibility regardless of channel.

Turning Marketing into Tangible Results

[22:04–24:46]

• Budget & Consistency:
  • The most successful efforts come from consistent investment and a dedicated PR/marketing liaison.
• Responsive Content:
  • Client messaging and campaign focus must adapt to changing audience interests.
• Lead Nurturing:
  • Use content to move leads through the funnel, especially leveraging in-person meetings for B2B.
  • Emphasis on executive presence and authenticity in all interactions.

Storytelling & Authenticity in Branding

[24:46–26:59]

• Goosebump Factor:
  • Find and share the authentic, emotional core of the client or company story.
• Balancing Personal & Corporate Identity:
  • Authenticity matters—personal motivations and origins create memorable branding.
  • Example: 1400s-founded logistics company—legacy stories have power.

What’s Ahead: AI and Leadership Training

[27:17–29:34]

• AI Tools with a Human Touch:

  • Developing custom GPTs for clients, ensuring their authentic voice shines through AI-assisted content.

• Executive Workshops:

  • Launching media and presentation training for leaders—addressing both overconfidence and lack of confidence on stage.

• PR for Smaller Organizations:

  • Offering training to help smaller firms leverage their existing stories for greater impact, even with tight budgets.

  "The human element, if it's not there, it's not going to be absorbed. People can tell." (27:30)

Notable Quotes

• On Taking Over Winger Marketing:

  "I can create a life and a universe where I get to employ people, I get to do good work for organizations that are also doing good work in the world..." (02:33)

• On Self-Care for Leaders:

  "If you don't [take a break], then there are definitely health consequences." (06:30)

• On Using AI:

  "It's a little bit like saying, you're not going to use the Internet." (08:53)

• On Content Amplification:

  "It's like 10% talent, 90% effort." (13:06)

• On Brand Perception:

  "It takes years to build this kind of credibility... and it doesn't take much to knock you right out of that..." (13:24)

• On B2B Growth:

  "The number one way they develop new business is in person." (23:15)

• On Storytelling:

  "We help them get to that piece of the story or find that story that really has a goosebump factor. Right. And it's authentic..." (24:46)

• On AI & Human Element:

  "You can't just let AI do your work. Right? The human element, if it's not there, it's not going to be absorbed. People can tell." (27:30)

Timestamps for Key Segments

• Karolyn’s Introduction & Winger History: 01:07–05:18
• Lessons from 20 Years Leading a Firm: 06:03–08:49
• Adapting to AI/Modern Marketing: 08:49–12:21
• Content Amplification & Effort: 13:06–15:09
• Strategic Value of Marketing: 16:13–18:22
• Best-Working Channels & Tactics: 18:56–21:46
• Marketing-to-Growth Funnel: 22:04–24:46
• Authentic Brand Storytelling: 24:46–26:59
• AI & New Training Initiatives: 27:17–29:34

Memorable Moments

• The “Accidental Entrepreneur” Story – Karolyn’s candid retelling of her unexpected transition to ownership during maternity leave.
• Case Study Success – Winger’s high-performing COVID-era campaign with Becker’s Hospital Review.
• AI with Authenticity – “It’s like saying you won’t use the Internet” and the focus on retaining human touch in AI-driven content.
• The Goosebump Factor – Insisting that the best stories are both personal and authentic.
• Workshops & Training Expansion – Announcing bespoke executive workshops and PR strategy for smaller organizations.

In Summary:
Karolyn Raphael’s leadership journey, her strategic approach to marketing and communications, and her embrace of technology—all centered on authenticity and team development—distinguish Winger Marketing as a firm that’s not just kept pace with changes, but sets the pace in B2B public relations.